It may be feeling stress on a global level, but Viaplay Group is getting into top gear in the Netherlands after signing a strategic partnership deal with Formula 1 that will see Viaplay customers gain access to F1 TV Pro as part of their subscriptions.
The Nordic company says that the deal which covers the 2024 FIA Formula 1 season, reinforces Viaplay’s leadership position as the Dutch home of the world’s biggest and most popular live sports – and will offer fans of the pinnacle of motorsport even more ways to follow reigning World Drivers’ Champion and home hero Max Verstappen. F1 TV Pro will also remain available in the Netherlands as a stand-alone product.
Viaplay’s Formula 1 coverage in the Netherlands is in its second season and attracts a broad audience. In addition, Viaplay and Verstappen have a long-term partnership under which the driver appears in Viaplay programming such as documentaries Verstappen – Lion Unleashed and Anatomy of a Champion, and has an ambassadorial role for the service. The partnership will be supported by an innovative business model intended to grow both parties’ businesses and aims to increase the relevance of Formula 1 for local viewers even further through a richer combined offering.
Next season, Viaplay will continue to show all Formula 1 races live with Dutch commentary, along with every qualifying session and free practice, and to offer extensive studio programming, documentaries and highlights. Through F1 TV Pro, Viaplay viewers will be able to access additional features such as international commentary, multiple onboard cameras, pitlane and paddock feeds, in-race radio communications and more.
Commenting on the deal, Viaplay Group president and CEO Jørgen Madsen Lindemann said: “We’re creating an outstanding sports streaming product that fans across the Netherlands simply cannot miss. Formula 1’s Max Verstappen, the Premier League’s Cody Gakpo, Virgil van Dijk and Erik ten Hag, three-time PDC world champ Michael van Gerwen and more – Viaplay offers the biggest Dutch personalities in sports, week in, week out. Adding this first-of-its-kind partnership with F1 TV Pro means even more options, immersive racing experiences and insights for our subscribers, and puts us in pole position for the future.”
Ian Holmes, Formula One director of media rights and content creation added: “We’re very excited to bring F1 TV Pro to even more fans in the Netherlands thanks to this innovative partnership, which represents a new model for us in the territory. Viaplay subscribers will now be able to complement their existing high-quality F1 experience with F1 TV Pro’s exciting features and vast content library.”
Viaplay’s Formula 1 coverage in the Netherlands is in its second season and attracts a broad audience. In addition, Viaplay and Verstappen have a long-term partnership under which the driver appears in Viaplay programming such as documentaries Verstappen – Lion Unleashed and Anatomy of a Champion, and has an ambassadorial role for the service. The partnership will be supported by an innovative business model intended to grow both parties’ businesses and aims to increase the relevance of Formula 1 for local viewers even further through a richer combined offering.
Next season, Viaplay will continue to show all Formula 1 races live with Dutch commentary, along with every qualifying session and free practice, and to offer extensive studio programming, documentaries and highlights. Through F1 TV Pro, Viaplay viewers will be able to access additional features such as international commentary, multiple onboard cameras, pitlane and paddock feeds, in-race radio communications and more.
Commenting on the deal, Viaplay Group president and CEO Jørgen Madsen Lindemann said: “We’re creating an outstanding sports streaming product that fans across the Netherlands simply cannot miss. Formula 1’s Max Verstappen, the Premier League’s Cody Gakpo, Virgil van Dijk and Erik ten Hag, three-time PDC world champ Michael van Gerwen and more – Viaplay offers the biggest Dutch personalities in sports, week in, week out. Adding this first-of-its-kind partnership with F1 TV Pro means even more options, immersive racing experiences and insights for our subscribers, and puts us in pole position for the future.”
Ian Holmes, Formula One director of media rights and content creation added: “We’re very excited to bring F1 TV Pro to even more fans in the Netherlands thanks to this innovative partnership, which represents a new model for us in the territory. Viaplay subscribers will now be able to complement their existing high-quality F1 experience with F1 TV Pro’s exciting features and vast content library.”
